Throughout the year, DEMA conducts valuable industry research on recreational diver behaviors, consumer buying habits, manufacturing practices, business operations, and more. In February 2024, DEMA launched the Retailer Advertising Research Survey. More than 280 retail dive centers responded to this worldwide survey, with 81% coming from the U.S., and the remainder from countries across the globe.
The 2024 Retailer Advertising Survey asked retail stores insightful advertising and marketing questions covering a gamut of retail dive store advertising, with the goal of obtaining invaluable benchmarking information.
“The objective of conducting this research is to be able to provide retail dive centers with data that will help them guide and evaluate their own advertising activities,” commented Tom Ingram, President & CEO of DEMA. “This is a benchmarking study on a topic not explored by DEMA for many years. DEMA last surveyed the industry on this subject in 2015 and much has changed in the advertising and marketing landscape since then. With new technological advancements, social media platforms, and opportunities to engage with customers, it is critical to understanding how professional retailers are reaching out to new consumers and current customers. The resulting data will make it possible to increase advertising effectiveness for every retailer and help other stakeholders understand how to serve the retailer more efficiently.”
The results of the survey include information about almost every aspect of dive retail advertising and marketing, from budget planning to time spent on organic marketing. This extensive report is available in the online DEMA store. Current DEMA Members can download the report for free, and it is available to non-Members for a fee. This survey is a follow-up to DEMA’s 2023 Blueprint for Growth Retail Operations Survey.
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